Impact of Customer Satisfaction and Service Quality on Membership Renewal: A Study on Malaysian Credit Card Holders

Abstract

With the aim of finding out the antecedents of credit card renewal among the customers of the private banks in Malaysia. This study is specifically targeted to sort out the impact of five mostly practiced dimensions of service quality and customer satisfaction on credit card renewals. With a deductive approach, 384 observations as primary data were collected through an online survey by utilizing a self-administered, fully structured questionnaire, and the data has been analyzed with the help of SPSS and SmartPLS. There is a well-rounded and productive connection between the satisfaction of the customer and the tangible dimension. The link between customer satisfaction and empathy shows a positive connection and relationship between variables, for example, empathy and customer satisfaction. A significant relationship between satisfaction and renewal of credit card membership has been observed when independent variables are service quality, empathy, reliability, tangible assurance, and responsiveness. The area and premises of customer satisfaction are extremely diverse, and even when much research could be done, all the aspects of psychology, sociology, or behaviors have been covered and are beneficial for both authors and practitioners. Limitations can be highlighted as the gaps, restraints, and occurrences that could emerge while doing the research work, and they partially affect the end result and outcomes of the research.